Midtown Lunch

Yes, I am fat.  Yes, I am a big fan of quantity.  Yes, I love all you can eat buffets- and value is important to me.  But I am not a savage animal.  Not all of my meals must be eaten off a mobile truck parked on a sidewalk.  And it doesn’t always need to be an obscene amount of food, for a ridiculously low price.  I like good food… and I don’t mind paying extra for something special, or super delicious.  As long as there is value.  But value means a lot of different things to different people.

I’ll complain that charging $10.35 for a burger, fries and soda combo is too expensive, or $11+ for a sandwich is just plain stupid.  But then, over the weekend, I’ll spend twice that amount on an appetizer at one of my favorite restaurants (sweetbreads at Prune?  Hello!).  Value is about expectations and balance.  It is feeling that what you sacrifice in quantity, you gain in quality, and the whole thing works out so that you are charged accordingly.  And while for me, Goodburger and FreeFoods NYC have priced themselves just outside that value threshold, I can’t help but think that a place like ‘wichcraft teeters right on the edge.

There is no question alot of the menu will leave you hungry, and feeling ripped off, but with some clever ordering I think you can feel like you had a quality lunch, for an expensive, but acceptable price.  Plus, I love Craft, really like Craftsteak, love Tom Collichio, and even though my first trip to ‘wichcraft, ended with my wife being hungry (and angry we paid so much for such small sandwiches), I vowed to give the place another shot.

Basically what I’m saying is this.  If you are a fat man (like me) and enjoy quantity (like me), ‘wichcraft is overpriced for what it is:  tiny sandwiches that leave you hungry in the belly, and lighter in the wallet.  But if there is that small part of you that occasionally likes to trade a little quantity for quality (mixed in with a dose of celebrity chef), there is a better way to order at ‘wichcraft, to get you out for under $10, and feeling satisfied.

A breakdown of the menu, after the jump… Read more »

According to their website, a 3rd Midtown Qdoba (on 46th btw. Madison & 5th), is coming soon.  I tried the newest one on 53rd St. & 3rd Ave., and I have to say I don’t find it to be that much different then Chipotle (or, as the kids say- “meh”.)  The selection at Qdoba is a little larger, so the chances of finding that one thing you can tolerate is greater- but I ain’t willing to put in that kind of time.  So, if you’re sick of Chipotle, and looking for something new, you’ll probably enjoy Qdoba.  If you hate Chipotle, and are hoping for that burrito savior, I’m guessing this probably won’t be it.  (The Baja Fresh vigil continues…)

While Chipotle expands its Midtown holdings, other Midtown Lunch favorites are branching out.  Five Guys & Sakae news, after the jump… Read more »

I’ll be honest, I have no idea what Mongolian Food is.  I don’t even know anything about Mongolia itself.  But I feel pretty safe in saying that if you ever find yourself at a restaurant in Mongolia, there will be no sign of a gigantic round griddle, and they will not allow you to pick out your own ingredients from a buffet.  If you were a soldier in the Mongol Empire, you may have eaten copious amounts of meat and vegetables off of your overturned shield, cooked over a fire and stirred with your sword, but that’s pretty much where the comparison ends.  (Although I’m not sure if I should be getting my Mongol Empire historical information from a U.S. chain restaurant website?)

Anyway, regardless of its origin, Mongolian BBQ is here, and people love it.  I’m constantly asked “Where can I find some good Mongolian BBQ in Midtown?”  Which is a tough one for me to answer, because I don’t usually eat Mongolian BBQ.  And there are four words to explain why: Pay by the Pound.  Take me to an all you can eat Mongolian BBQ (like Fire & Ice in Boston), and I’m a madman.  You force me to weigh my food and there’s going to be trouble… but for the sake of you people, I headed to Food World- the freshest looking Mongolian BBQ I’ve seen in Midtown.

What I got, Mongolian BBQ Porn, and a +/- after the jump… Read more »

In my last post, I made brief mention of the new ‘wichcraft location in Midtown that just opened last week… but I’m aware that most people don’t read posts all the way through.   So for all you lazy bums who missed it the first time around, rather then punish you by allowing you to go through life not knowing about the new ‘wichcraft, I have chosen to post about it again- with pictures (I know how much you like those!).  A new ‘wichcraft location just opened up on 46th st. just east of 5th avenue.  The front of the building is kind of covered in scaffolding, so it’s easy to miss.  Here’s your first look:

Many people feel the sandwiches here are not worth the price, unless you’re enjoying them outside in Bryant Park.  But it’s been fricking hot out lately- so maybe you’d like your overpriced sandwich in the air conditioning.  Don’t let the picture fool you… the no line, empty tables thing isn’t going to last for long- and they don’t have the online ordering up and running yet, so get it while the gettin’s good.

‘wichcraft, 555 5th Ave. (entrance on 46th St. btw. Madison & 5th)